Molson paints it black

The only thing micro about premium-positioned lager Molson M is its carbonation process.

With lighter tasting beers becoming more popular in Canada, Molson M is designed to serve up an authentic lager with an easy drinking taste. It features a microcarbonation process exclusive to Molson, which is touted in a TV spot, OOH posters and a website, which bowed this month.

The creative, developed by BBDO, includes a TV spot that shows the beer cascading across the screen, gradually filling the letter M (to the tune of the popular Black Keys song, ‘Tighten up’) before revealing the man about to drink it. “The idea was to focus on the beauty of the liquid,” says Francois David, senior brand manager, Molson M.

The brand is targeting a different kind of beer drinker: a down-to-earth person who values innovation, is open to setting trends, and is an opinion leader. The brew also links itself to different kinds of drinking occasions, distancing itself from sport to align more with a sophisticated night out.

‘Molson can be perceived as mass production by certain consumers,’ David says. ‘We’ve been wanting to have a beer that has a more premium image, but also delivers a great beer.’

Molson launched the new brew recently across the country after testing in Quebec and the Atlantic provinces.

In a feature on Molson in the February 2011 issue of strategy magazine, Molson Coors president and CEO Dave Perkins said, ‘you’ll see innovation and efforts from Molson Coors that broaden the amount of alcohol occasions that are relevant to beer.’

This article was adapted from strategy magazine’s April 2011 issue. Read the full version here.